Gucci has launched its first ever pair of digital sneakers that can be “worn” via augmented and virtual reality in photographs for social media.
Created in partnership with Wanna, and designed by the brand’s creative director Alessandro Michele, the Gucci Virtual 25 is a chunky low-top, high-top hybrid with a fluorescent, highlighter green upper.
Costing between $9 – $12, and available via in-app purchase from either the Gucci or Wanna AR apps, users can “try on” the sneakers and wear them in other virtual worlds, including VR Chat, a massive multiplayer online game, and Roblox.
“In five or maybe 10 years a relatively big chunk of fashion brands revenue will come from digital products,” Wanna co-founder and CEO Sergey Arkhangelskiy told Business of Fashion. “Our goal as a company is to actually supersede the product photos… and substitute it for something which is way more engaging and closer to offline shopping.”
